Content Strategy
Various Sectors
Summary
Here I would learn each brand's mission, then see how they present themselves and interact with customers online. There would be 4 areas to assess: clarity, tone, calls-to-action, and consistency. Following the audit, we would discuss the current situation, where they'd like to be in the next 18-24 months, and make a plan to get there. The primary goal is customer development via content, UX design, and marketing.
Design / Tech
Tools:
- Excel
Code:
- HTML,
- CSS
The School of Visual Arts
SVA offers a Masters degree in Design for Social Innovation. As a new program at the time, its goals were to increase applications through content marketing and events. I reviewed their content strategy and CMS. Their use of social media, the web, and an email newsletter was excellent. Essays, case studies, student blogs, guest speakers and recaps, FAQs, articles about industry-related work and the demonstrated need for educated professionals, and consistent application requests supported the strategy. Regarding the CMS, everything looked sound and I advised them that to improve their SEO they should continue their existing publishing tactics but try to gradually get more inbound links from high-profile publications and websites using their target keywords.
The Cotton Bride
This bridal dress manufacturer in New York City was growing and needed marketing advice. I reviewed their social media channels and audited their website using an inventory spreadsheet. The CMS and individual pages were scored and recommendations were given for SEO, web design, content, and consistency. While the Cotton Bride had performed well overall, technical advice was given to improve SEO and the audit assured their marketing efforts were sound.
Giorgetti USA
This Italian luxury furniture manufacturer needed help with their local marketing in New York City. First I showed them how to resolve incorrect showroom and office locations in Google Maps, then learned about differing web marketing approaches and needs between New York and Italy. I advised on approaches to create a minimal branch website that used reused existing imagery while adapting layout and other content to better fit local needs. Lastly, we reviewed options for improving SEO and using social media to promote the brand.
OurGoods
This community provided a bartering marketplace for artists to share supplies, equipment, assistance, and temporary locations. The project lead wanted to understand the effectiveness of their UX design, SEO, and social marketing. I first learned more about the brand's mission, target audience, and platform features. Then I created a user account, tested features, audited their platform and activities, and provided recommendations.
Summary
Here I would learn each brand's mission, then see how they present themselves and interact with customers online. There would be 4 areas to assess: clarity, tone, calls-to-action, and consistency. Following the audit, we would discuss the current situation, where they'd like to be in the next 18-24 months, and make a plan to get there. The primary goal is customer development via content, UX design, and marketing.
The School of Visual Arts
SVA offers a Masters degree in Design for Social Innovation. As a new program at the time, its goals were to increase applications through content marketing and events. I reviewed their content strategy and CMS. Their use of social media, the web, and an email newsletter was excellent. Essays, case studies, student blogs, guest speakers and recaps, FAQs, articles about industry-related work and the demonstrated need for educated professionals, and consistent application requests supported the strategy. Regarding the CMS, everything looked sound and I advised them that to improve their SEO they should continue their existing publishing tactics but try to gradually get more inbound links from high-profile publications and websites using their target keywords.
The Cotton Bride
This bridal dress manufacturer in New York City was growing and needed marketing advice. I reviewed their social media channels and audited their website using an inventory spreadsheet. The CMS and individual pages were scored and recommendations were given for SEO, web design, content, and consistency. While the Cotton Bride had performed well overall, technical advice was given to improve SEO and the audit assured their marketing efforts were sound.
Giorgetti USA
This Italian luxury furniture manufacturer needed help with their local marketing in New York City. First I showed them how to resolve incorrect showroom and office locations in Google Maps, then learned about differing web marketing approaches and needs between New York and Italy. I advised on approaches to create a minimal branch website that used reused existing imagery while adapting layout and other content to better fit local needs. Lastly, we reviewed options for improving SEO and using social media to promote the brand.
OurGoods
This community provided a bartering marketplace for artists to share supplies, equipment, assistance, and temporary locations. The project lead wanted to understand the effectiveness of their UX design, SEO, and social marketing. I first learned more about the brand's mission, target audience, and platform features. Then I created a user account, tested features, audited their platform and activities, and provided recommendations.
Design / Tech
Tools:
- Excel
Code:
- HTML,
- CSS